JKR designs new Ocado branding and packaging

JKR has created new packaging and a refreshed visual identity for online grocer Ocado.


The consultancy says it has built on the existing branding to create a new design system for the entire Ocado range, which is being rolled out and implemented by Ocado’s in-house design team. JKR was appointed to the work early last year following a five-way pitch.

Ocado briefed JKR ro create a ‘beautiful, iconic yet simple design’ for the own-brand range, says Ocado head of brand and customer experience, Tony Rivenell.

According to JKR, the new designs focus on ‘strengthening brand affinity’ for the online-only brand, aiming to make consumers ‘love Ocado’s products as much as they loved the brand’ and make them ‘happy to see the packaging in their cupboards and around the kitchen.’

Matt Gilpin, JKR design director, said, ‘The new design utilises the Ocado swirl to create patterns in an array of colours to produce a visually engaging look for the brand.

‘We wanted to ensure the packaging was ownable while remaining proudly Ocado. Using the brand’s existing colour palette, we created exciting combinations to complement the product and appeal to the consumer.’

The new colour palette and pattern created from the Ocado swirl will now be used across the packaging and other branding activity, with new packaging launching from this week.

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